AI search engines both disrupt and evolve search engine optimisation (SEO) services, says Rachavit Whangpatanathon, CEO and founder of ANGA Bangkok, a top AI SEO agency in Thailand. More specifically, he says, AI has fundamentally altered how audiences search online.
Because more consumers are increasingly using AI models such as ChatGPT and Google Gemini, consumers click on fewer website links, he says. Instead, they read the summary provided by the AI.
Even when consumers are not using these models, AI has an impact on SEO when using even traditional search engines such as Google.
